Lambert 1

(Robert) Curtis Lambert

English 101

Professor Bolton

13 June, 2012

AD Analysis: Self-editing Worksheet

BODY paragraph 1: Hyundai is relying on our pathos, or sympathies, for the well-being of the

planet in this Earth conscious, eco-friendly, age of the 21st century.

{PATHOS is the word that corresponds to thesis

I discuss the fact that the overall intent of the ad is to depict a culture/society living in a modern

world with jet-packs, for example.

I also state that Hyundai is trying to convey to the reader that if we care anything at all about the

environment then the “least we can do” is buy a hybrid.

BODY paragraph 2: Ethos plays a moderate role here by asking us to trust Hyundai because

they have our future and best interest at heart by hybridizing one of their standard vehicles.

{ETHOS is the word that corresponds to thesis

[“Ethos plays a moderate role here….” is the transition sentence.

In paragraph 2 I discuss the fact that Madison Avenue and the advertising wizards have long

used ethos to tout and promote a company’s trustworthiness.

I also point out that the target audience that will not only be sympathetic, but also able to afford

the Hybrid, is going to be limited since that market seems fairly small.

BODY paragraph 3: It would be difficult to make the argument that this ad depicts much, if

any, logos.

{LOGOS is the word that corresponds to thesis

Lambert 2

[“It would be difficult to make the argument….” is the transition sentence.

In paragraph 3 I point out the fact we do not fly to work or short errands with back packs

strapped to our back. No logic there, not yet at least!

I feel the ad also utilizes forward thinking that will be a stretch for many; the jet-pack example is

not a fantasy, but we do not use them for basic transport in 2012.